Household & Domestic

Marketing in the household sector

Articles and cases by category:
Batteries
Cleaners, detergents
Furnishings
Gardening



Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report demonstrates how KitchenAid, the appliances manufacturer, leveraged the iconic Stand Mixer as a device for driving up demand for the rest of its portfolio. The Stand Mixer has long been a fixture in households across America, and enjoys huge practical and emotional resonance for consumers.

Euromonitor Profiles, December 2014
This Company Profile from Euromonitor provides key details and analysis of Mars Inc, the owner of brands such as Pedigree, Whiskas, Royal Canin and Nutro & Greenies. Included is a strategic evaluation with key facts about the US company, competitive positioning against comparative brands, and assessment of its position in the household goods market.

Guy Marshall and Simon Bookallil, Account Planning Group - (Australia), Gold, Best unexpected thinking, Creative Strategy Awards 2014

This case study describes the relaunch of Biozet Attack, a laundry brand, in Australia by focusing on a product innovation.


Ian Forth, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Radiant, a laundry detergent brand, increased sales and market share by focussing on a different functional benefit to usual detergent marketing.


Bill Marshall, Nathan Taylor and Jonathan Fletcher, MRS Awards, Finalist, December 2014

This article explains how AzkoNobel, owner of paint brand Dulux, used international research to identify opportunities for growth.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how pet food brand Pedigree created a new way to connect with dog lovers in Brazil with a screensaver that showcased dogs that needed rehoming.


Fernanda Martins, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how pet food brand Pedigree created dedicated Pedigree Dog Parks for dogs and dog owners, in order to make the Pedigree brand an icon of love for dogs in Brazil.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how international dog food brand Pedigree used Tinder to both promote its brand and increase dog adoption numbers amongst Brazilian males.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how pet food brand Pedigree created a stool sample test as a new way of connecting with dog owners in Brazil.

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